Topic #16: Integrator Marketing Must-Haves Part 2

Learning Objectives:

• Ensure your business is registered and has a Google business listing
• Have professional, attractive presentation folders
• Make sure all of your documentation (including quotes, invoices, schematics) are professionally branded
• Have all of your staff wearing uniforms/branded clothing
• Have a brochure or professional piece of literature to leave prospects

Homework:

• Select a topic above and take action

Topic #15: Integrator Marketing Must-Haves Part 1

Learning Objectives:

• Utilize marketing to “share your passion”
• You need to have a logo
• Ensure you have a beautiful website
• Have professional business cards readily available
• Vehicle wraps can be an excellent way to brand your company
• Make sure your email address domain matches your website

Homework:

• Select one of the topics above and define steps to improve

Topic #14: Integrator Branding 101

Learning Objectives:

• You should love your logo and be proud to show it to the world
• Learn about the 3 types of logos (Font-Based, Logos that illustrate focus, Abstract)
• Know the importance of your brand and why it matters
• Don’t use clip art
• Know what types of file formats you should have

Homework:

• Determine if your logo accurately represents who you are today

Topic #13: Social Media 201 for Integrators

Learning Objectives:

• LinkedIn is a great place to target architects, designers, and builders
• Focus on publishing relevant content (case studies, industry articles etc) vs “selling”
• Consider advertising on LinkedIn
• Publish photos and video on Instagram (focus on publishing content from completed projects)
• Be sure and utilize hashtags on Instagram

Homework:

• Develop your strategy for LinkedIn

Topic #12: Social Media 101 for Integrators

Learning Objectives:

• Be great at Facebook, LinkedIn and Instagram first
• Secondary priorities can be Twitter, Youtube and Pinterest
•  Regularly update your Facebook page
•  Implement advertising on Facebook
•  Learn about audience targeting

Homework:

• Define 3 activities that will improve your effectiveness on Facebook

Topic #11: 5 Website Must-Haves: Part 4 (#16 - #20)

Learning Objectives:

• Enable live chat on your website
• Ensure you have an SSL certificate
• Use an open source CMS
• Update your CMS
• Make sure your site has an XML sitemap

Homework:

• Determine if your website was built on a CMS and when it was last patched

Topic #10: 5 Website Must-Haves: Part 3 (#11 - #15)

Learning Objectives:

• Showcase your credentials
• Embed positive reviews on your website
• Publish client testimonials
• Feature your showroom (if you have one)
• Have a blog that features great content

Homework:

• Type your company name into Google and see what reviews show up

Topic #9: 5 Website Must-Haves: Part 2 (#6 - #10)

Learning Objectives:

• Ensure your website makes it easy for visitors to contact you
• Have custom imagery on your website
• Put up an image gallery to organize your imagery in an attractive way
• Dedicate a page as a ‘Project Gallery’
• Have videos & video galleries on your site

Homework:

• Photograph every major project you work on

Topic #8: 5 Website Must-Haves: Part 1 (#1 - #5)

Learning Objectives:

• Learn what makes a website mobile-responsive
• Know the basics of delivering a great first impression
• Ensure your local address is included in the header of the site
• Know the importance of social media
• Validate the footer information included on your website

Homework:

• Download ’30 Website Must-Haves’ checklist below...

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Topic #7: SEO Performance Metrics

Learning Objectives:

• Ensure you have Google Analytics loaded on your website
• Look at the number of organic sessions your website has month over month
• Check out your average session duration & bounce rate

Homework:

• Download Google Analytics for your mobile phone

Topic #6: How to Develop SEO Phrases

Learning Objectives:

• Know what digital real estate you own
• Determine how you want to grow
• Learn about long-tail keyphrases (including topic + geo-tag)
• Research on trends.google.com

Homework:

• Create your list of topics and geo-tags and combine to create your SEO target phrases

Topic #5: The top 3 SEO Ranking Factors

Learning Objectives:

• Learn the Top 3 Rankings Factors and what influences them
• Define how you want to show up in search
• Know how to measure your current SEO performance

Homework:

• Start tracking your SEO target phrases

Topic #4: Google Algorithm Updates

Learning Objectives:

• Understand how and why Google’s search algorithm changes
• Learn how you can stay relevant in Google search
• “White Hat” SEO vs. “Black Hat” SEO

Homework:

• Audit your activity and updates made to your website in the last 2 years

Topic #3: SEO vs SEM for Integrators

Learning Objectives:

• Understand the difference between SEO & SEM
• Learn which strategy is best for your business
• Know the benefits of each strategy

Homework:

• Type in a search query and identify organic results vs. paid ads

Topic #2: SEO Defined

Learning Objectives:

• Understand what SEO is
• Know which factors influence SEO performance
• Learn about the 3 types of search queries

Homework:

• Define ways you want to be found online. Go to Google & start searching! 

Topic #1: Online Presence

Learning Objectives:

• Know your customer’s online journey
• Understand the various touchpoints a referral may have when searching for your company

Homework:

• Take inventory of your current online presence